TrustEgg Founder/CEO - You can set-up your own UTMA, but you would need to be the custodian. If you have a third party custodian (what we offer) then the price increases. We also have no minimums, which keeps many people from starting an account. TrustEgg also brings in friends and family to make contributions. TrustEgg makes everything easy. As for price, if you have an adivser based 529 plan, you will pay an extra 1% on top of the mangement fees, or a load of around 6%.